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ULTA · Analysis updated Nov 10, 2026, 6:00 PM ET
Why is Ulta Beauty, Inc. Common Stock (ULTA) stock moving?
ULTA closed at $664.41 on Nov 10, up about 4.6% from the Oct 22 close of $635.01 and about 7% from the Oct 28 close of $619.24, and it is trading near the Nov 5 intraday high of $674.04. The Nov 9 gain of 3.2% (to $665.13) came with the Oura health-wearables partnership, but volume was moderate (about 379k to 527k shares on the last two sessions), with no clear volume spike. Most of the news flow is brand launches (Glow Recipe, DECORTÉ, KSECRET, SALMON:LAB, It's a 10, RCMA, Cure Hydration) that widen the assortment but carry no quantified financial impact. Citigroup kept a Neutral rating and raised its price target from $580 to $685, about 3% above the last close, which signals limited upside in its view. No SEC filings were made in the last 45 days and the data holds no earnings or guidance, so the medium- and long-term view depends on results still ahead.
News behind the analysis
- Glow Recipe Announces Nationwide Retail Expansion at Ulta BeautySkincare brand Glow Recipe announced a nationwide retail partnership with Ulta Beauty, bringing its full product assortment to stores and online.
- Ulta Beauty Announces Partnership with ŌURA to Launch Health WearablesUlta Beauty will offer the Oura Ring 5 through a partnership with ŌURA, marking its first foray into health wearables.
- Citigroup Maintains Neutral on Ulta Beauty, Raises Price Target to $685Citigroup kept its Neutral rating on Ulta Beauty and raised its price target to $685, from $580 previously.
- Citigroup Adjusts Ulta Beauty Price Target to $685Citigroup raised its Ulta Beauty price target from $580 to $685.
- RCMA Makeup Launches on Ulta.comProfessional makeup brand RCMA Makeup launched on Ulta.com through the Ulta Beauty Marketplace.
- Ulta Beauty and Whoop Announce Retail PartnershipUlta Beauty plans to sell Whoop health-tracking wristbands in select retail locations starting in 2027.
- SALMON:LAB Debuts Online at Ulta BeautyKorean skincare brand SALMON:LAB launched its products online with Ulta Beauty as part of its U.S. market entry.
- DECORTÉ Expands U.S. Retail Presence with Ulta Beauty PartnershipPrestige Japanese beauty brand DECORTÉ is rolling out its Liposome collection to 400 Ulta Beauty stores nationwide.
- It's a 10 Haircare Launches Rebranded Collection Exclusively at Ulta BeautyIt's a 10 Haircare debuted its reimagined packaging and brand identity exclusively at Ulta Beauty stores and online.
- KSECRET Launches Nationwide at Ulta BeautyKorean skincare brand KSECRET launched its product line at Ulta Beauty stores nationwide.
About Ulta Beauty, Inc. Common Stock
Ulta Beauty is the largest US specialty beauty retailer, based in Bolingbrook, Illinois. It sells cosmetics, skincare, haircare and fragrance from mass-market to prestige brands, and it also offers in-store salon services. It runs roughly 1,500 stores plus Ulta.com, and it bought the UK prestige beauty chain Space NK.
How it makes money
Almost all of Ulta's revenue comes from selling beauty products in its stores and online. Net sales were about $12.4 billion in the fiscal year ended January 2026. Cosmetics, skincare and haircare are its biggest categories, followed by fragrance. Smaller amounts come from salon services such as hair, brow and skin treatments, plus credit card, loyalty-program and advertising income. Its large Ultamate Rewards loyalty program helps bring customers back, and the company spends heavily on share buybacks (a plan of about $1.8 billion for fiscal 2026).
What usually moves ULTA
- Comparable-store and e-commerce sales growth
- US consumer spending on beauty
- Competition from Sephora, Amazon and mass retailers
- Gross margin and promotional activity
- New brand launches and trends like K-beauty